i heard his body man tell the lead advance person, he doesn't want to wear a helmet. he understood that wasn't going to be a good television shot. >> steve murphy worked with dukasis. >> they will not let you ride in the tank without wearing a helmet. >> john: it turned into this commercial. >> do ads like that really work. consultants think they do. they still rave about this ad. it ran only once, they say it changed all campaigns. it was the first negative ad to use fear and raw emotion. >> ten, nine, eight, seven, six, five, four, three, two, one --.